The Cambridge Analytica Scandal

The Cambridge Analytica Scandal involved the unauthorized harvesting of personal data from millions of Facebook users, which was then used for psychographic profiling and targeted political advertising.

Background

The scandal involved Facebook, Global Science Research (GSR), and Cambridge Analytica (Analytica). It exposed vulnerabilities in social media platforms, the misuse of personal data for political gain, and the lack of regulatory safeguards.

Key individuals and companies invovled

Name	Role
Aleksandr Kogan	Developed the data-harvesting app and violated Facebook’s terms by sharing data with Analytica.
Cambridge Analytica	Used illicitly obtained data for political micro-targeting in U.S. campaign and accused of the same in the UK campaign.
Facebook (Meta)	Failed to protect user data and allowed third-party apps excessive access via APIs.
Christopher Wylie	Whistleblower who exposed the misuse of data by Analytica.
Alexander Nix	Was suspended after boasting of unethical tactics in undercover footage.

Data theft

Harvesting

In 2013 Aleksandr Kogan, a researcher at the University of Cambridge, developed a Facebook app called "This Is Your Digital Life" under his company, GSR. The app was presented as a personality quiz and paid users to take psychological surveys. It collected their Facebook data including their friends' information due to Facebook’s permissive API policies at the time. Approximately 270,000 users directly took the quiz , accessing an estimated 87 million profiles because of Facebook’s Open Graph platform. The collected data included likes, location, birth dates, friend networks, and some users' private messages.

Transferred to Cambridge Analytica

Kogan violated Facebook’s terms by sharing the data with Analytica, a political consulting firm co-founded by Republican donor Robert Mercer and led by CEO Alexander Nix. To predict and influence voter behavior Analytica used the data to build psychographic profiles based on the OCEAN (openness, conscientiousness, extraversion, agreeableness, neuroticism) model

Political applications:

• Ted Cruz’s 2016 Presidential Campaign: Analytica was hired to micro-target voters with tailored ads.
• Donald Trump’s 2016 Campaign: The psychographic models allegedly helped the Trump campaign identify and persuade swing voters.
• Brexit Referendum (2016): Analytica was linked to the pro-Brexit group, Leave EU, though investigations later found no direct evidence of significant involvement.

Whistleblower revelations

In March 2018, former Analytica employee Christopher Wylie exposed the scandal through The Guardian and The New York Times, revealing that Facebook had known about the breach since 2015 but failed to notify affected users or enforce data deletion.

Facebook's response

Facebook dismissed the incident as a "violation of terms" rather than a "data breach".

Outcome

• Mark Zuckerberg testified before the U.S. Congress in April 2018, acknowledging lapses in oversight.
• Facebook faced a $5 billion FTC fine in 2019 for privacy violations.
• Cambridge Analytica filed for bankruptcy in May 2018 amid investigations.
• Regulatory Reforms:
  • The EU’s General Data Protection Regulation (GDPR) was strengthened in response.
  • U.S. lawmakers proposed stricter social media regulations, though no comprehensive federal law was passed.

Consumer response

Summary and key issues of prevailing sentiment from the consumers and commentators that can be documented via articles, emails to support, reviews and forum posts.

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